Coffee is trending—especially with older members.
As members age, they tend to consume more cups of coffee per day than their younger counterparts. This fact emerged from Google-owned restaurant review surveyor Zagat’s third annual National Coffee Survey, and was confirmed by the 2015 National Coffee Drinking Trends report from the National Coffee Association (NCA).
Zagat’s survey, released in 2015, gathered replies from nearly 1,500 respondents, while the NCA data covered 3,000 U.S. consumers of ages and ethnicities in proportion with U.S. population data.
Both results suggest how club and resort properties can better position their coffee programs to improve the member and guest experience.
Here are some of the most interesting and relevant findings from the Zagat survey:
- 82 percent of coffee lovers nationwide admit to drinking it daily.
- Consumers pay $3.28, on average, for a coffee drink, an increase from $3.05 in 2014 and $2.98 in 2013.
- While the national average for the number of coffee drinks consumed is 2.1 per day, these results show how coffee consumption increases with age:
- 20s: 1.8 cups per day
- 30s: 2.0 cups per day
- 40s: 2.2 cups per day
- 50s: 2.4 cups per day
- 60 or older: 2.4 cups per day
- Lattes are the most popular drink among female consumers (22 percent), with a regular cup of coffee following at 19 percent.
- At 30 percent, a regular cup of coffee is men’s preferred drink, with straight espresso trailing at 14 percent.
- Outside the home, women prefer buying coffee drinks at large national chains (31 percent, compared to 20 percent for men) while men prefer small chains or single-location shops (23 percent).
- Black coffee remains the leader among Zagat respondents. Popular prepared drinks include:
- latte (17 percent)
- cappuccino (12 percent)
- Americano (8 percent)
- espresso (8 percent)
- iced coffee (5 percent)
- flavored latte (5 percent)
The NCA found that 59 percent of Americans drink coffee every day, and 71 percent say they drink coffee at least once per week. At these rates, coffee holds its place as Americans’ second-favorite daily beverage choice, behind only water, the NCA says.